Google Has Removed Attribution Models in GA4

Article summary:

Google Analytics has officially removed first click, linear, time decay, and position-based attribution models. This leaves only last click and data-driven models, as Google announced would happen in April. Google Ads will soon retire the four rules-based attribution models in Ads and starting in mid-July. Marketers have fewer insights to help make informed, data-based decisions. Google has taken the decision to retire the four attribution models because of “increasingly low adoption rates” according to a Google spokesperson. Data-driven attribution, last click, and external attribution won’t be impacted.

Key points:

• Removed first click, linear, time decay, and position-based attribution models
• Leaving only last click and data-driven models
• Google Ads will retire the four rules-based attribution models in Ads and starting in mid-July

• Fewer insights to help make informed, data-based decisions
• Existing conversions not using these models will no longer be able to switch to these models
• Newly created conversions will no longer have the option of even choosing these four models

• Google has taken the decision to retire the four attribution models because of “increasingly low adoption rates” according to a Google spokesperson
• Data-driven attribution, last click, and external attribution won’t be impacted

Topics:

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